In case you haven’t heard, one of the best basketball players on the globe became a free agent this summer.

At 9 p.m. Thursday night, LeBron James will bless the world with his free agency decision during a one-hour ESPN telecast. But haven’t we passed the point of fatigue? TIME’s Sean Gregory takes a look at why James’ telecast is more about his own ego than the actual game. (Via TIME.com)